Montréaux

Comments (0)

Transcript of Montréaux

Montreaux 70 will be marketed through its engaging message, "We're Individual. So are you."Our product speaks to the individualBottom line: each individual deserves to indulgeBig or little, all individual actions are celebratedCommercialsSocial media campaignMarket trends show that the US chocolate market is in its prime for new products US annual growth rate 2007-2011: 2.9% Total revenue of chocolate growth: 1.9%Annual expected growth through 2015: 2%Growth of bagged chocolate: 7.6% Premium chocolates have become mainstreamSales benefiting from dark chocolate health effectsBrandingMontreaux Chocolate should launch nationallyMontreaux Chocolate USAApollo Foods 201310-24-2013Apollo Foods 20138-24-2013Only Plausible Way to Achieve Goals 1. National distribution of new Montreaux product line

2. $115 million in annual sales

3. Be in top 25 in revenue for chocolate sales (.60% market share)MarketTrendsThe Data1. Further Product Testing

2. Launch in Selected Test Markets

3. Stage a Regional Rollout

4. Launch Nationally

Apollo has four options to consider for the futureApollo has three clear goals for growth by 2015

Montreaux Chocolate will be branded to position itself as a distinct proposition in the premium chocolate marketCommunicate that the product is healthyThe taste is bold, distinct, and uniqueDraw upon European heritage of the product to establish credibilityPositioned as an affordable luxury

Data proves National launch is best strategyCocoa PercentageFlavorsPackagingTarget Consumer GroupWomen ages 45-64Educated, married with childrenHousehold income 50,000+Concerned with health and weightLikely to purchase chocolate for self as rewardDC Lindts : 5.1 oz $4.99Ghirardelli : 4 oz $8.99Our Price : 5 oz $4.49ValueDifferent types of fruit flavors, colors, and textures were consideredFocus groups proved that flavors of cranberry, blueberry and pomegranate were the best tastedTwo options: 70% cocoa vs. 90% cocoaQualitative research in the form of taste test focus groups showed consumers preferred the taste of the 70% cocoa to the bitterness of the 90% variationMontreaux Chocolate should launch nationally Advertising campaignMarket TrendsProduction Questions?Some consumers preferred smaller squares in a 5 oz. pouch while others preferred a 3.5 oz. barDiagnostic research found the 5 oz. stand-up pouch with healthy positioning offered greatest revenue potentialThe pouch was a more unique concept than the bar and posed a less risky form of packaging